1.1 Introduction
The word pragmatics was first used by Morris (1938) in his publication titled Foundation of the Theory of Signs. He coined it from a Greek word, ‘pragma’ which means matter in the hand or action. He regarded it as a branch of semiotics. The term pragmatics has being variously defined and such definitions are further emphasized on in different areas of interest by different scholars.
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Limitations of the Study and Definition of technical terms.
1.2 Background of Study
The exhibit from the world’s largest collection of public heath posters housed in the National Library of Medicine (United States) reveals the potential of posters as effective medium for communicating information about disease, identifying risk factors, and promoting behavioral change. By examining the history and function of public health posters, the exhibit suggests that social, biological, and cultural factors have collectively influenced the design of public health campaigns throughout the preceding century (Boyle, 2003). Due to the many qualities posters have, public health campaigners are encouraged to use them as powerful medium for visually communicating knowledge about disease, and for promoting changes in behavior. In the process, poster designers developed a visual vocabulary to help shape and define “normal “and “healthy” behaviors and conditions which has provided the basis for a variety of campaigns against infectious diseases and environmental health hazards (Boyle, 2003,2).
Therefore, in Abuja Hospital of Nigeria where the research was carried out, the activities that was conducted is to know the Pragmatic Analysis of Hospital Posters.
1.3 Statement of the Problem
This study intends to analyze how effectively hospital health posters in selected Abuja hospitals communicate health message. In other words, it looks in to whether the poster are designed in a way the audience understands them. It also explores the strategy presently employed by hospitals communication unit in designing health messages.
Posters and posters are believed to play vital role for people to gain awareness and control over factors that influence their basic needs. Concerning this visual aids, Starrs and Rizzuto (1995, 1) state “experience has shown that, a welldesigned campaign can change people’s knowledge, attitudes and behavior” (Starrs and Rizzuto, 1995, 1). They also emphasize that effective campaigns begin through research to find out what people currently know, believe and do.
Particular attention needs to be paid in designing posters and posters especially for a society where reading culture is not vastly developed. Many people doubt the quality of health posters and posters produced in Abuja. Most of these visual materials seem to be produced on impulse rather than assessing audience’s background and involving target audience. So their effectiveness is also doubtful. Though initiatives have been taken to curb health problems (like the spread of HIV) little has been done to certain the impact of these posters and posters on bringing awareness and promoting behavior change.
1.4 Aim and Objective of the Study
The aim of the study is to examine the effectiveness of hospital’s posters in communicating health messages in Selected Abuja Hospitals in Nigeria. In achieving this aim, the following specific objectives were laid out as follows:
- To draw attention to use visual images in health promotion both to aid in creating awareness and in promoting behavior change.
- To asses knowledge, attitude and perception of patience in relation to visual images
- To assess the poster designing process undertaken by hospitals: whether the pre and post-production process involves the target audience or not.
- To identify gaps and draw lessons in relation to health posters designing process.
1.5 Research Questions
All the undertaking of this study is finally expected to show how effectively message is communicated through hospital’s posters. To this end; the study answers the following basic questions based on a framework for making public awareness posters by Bowers (1981).
- Is the channel preferable by the community?
- Does the image represent the caption?
- Does the message stimulate emotions?
- Is the message clear and easy to understand?
- What is the message target specification?
1.6 Significance of Study
This study would promote the utilization of posters and posters for the purpose of message transmission. It is believed to contribute towards generating guidelines necessary for further improvement of poster production to bring about the expected result.
This study would promote the significance of empowering people to participate in any development work through participatory communication. It enables the society to influence the decision-making processes of formulating and implementing products and programs intended to satisfy their needs and solve their problems. The society will benefit if messages are transmitted to them in a way they understand best, thus creating awareness and promoting behavior change.
This research has significance to communication planners and message designers as well. It helps them to examine and act upon the strength and weakness of their message transmission skill. For hospitals too, this study is important because it enhances message-designing skill of communication planners and health workers.
1.7 Scope of the Study
The paper intends to examine the effectiveness of hospital’s posters in communicating health messages in Selected Abuja Hospitals in Nigeria. However this study does not include the recently produced Hospital’s posters since they came out after the data for this research has already been gathered.
1.8 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Establishment Policies: Establishment policies posed a serious limitation as most staffs are not ready to release information needed for this project work. There were lots of information needed from the staffs of this establishment to enhance the study which took them time to release or they did not release at all for security purposes, hence the scope was reduced.
- Research material: availability of research material is a major setback to the scope of the study.
- Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
